Abstract
Objective
This study delves into the social identity of pro-vaccination and anti-vaccination supporters, emphasizing an understanding of the values that shape these distinct identities. Furthermore, the research highlights that user-generated content pertaining to vaccines offers valuable insights into the underlying personal values of both pro-vaccination and anti-vaccination groups.
Method
We constructed a textual dataset based on 142,596 tweets. This data was analyzed in three steps. First, the linguistic characteristics of the textual data, together with the underlying personal values of the text creators, were identified using LIWC software. Second, the identified personal values were used as an input for the moderation analysis, which examined the relationship between personal values and social identity for pro- and anti-vaccination groups. Finally, an automated, in-depth text analysis was conducted in Mathematica to understand the narratives created by both groups.
Results
The study findings indicate that both pro-vaccination and anti-vaccination supporters display characteristics of subcultures with distinct group identities. Consequently, based on the results, there is a need for more tailored public health communication strategies that address these two groups separately.
Conclusions
Understanding how users create health-related content based on their personal values is crucial. Acknowledging and appreciating the diverse personal values and identities within different groups in the vaccination discourse can inform health communication efforts, aligning these efforts with the specific values of each group. This targeted communication is vital for effectively conveying relevant peer-reviewed health information amid the abundance of health-related user-generated content.
This study delves into the social identity of pro-vaccination and anti-vaccination supporters, emphasizing an understanding of the values that shape these distinct identities. Furthermore, the research highlights that user-generated content pertaining to vaccines offers valuable insights into the underlying personal values of both pro-vaccination and anti-vaccination groups.
Method
We constructed a textual dataset based on 142,596 tweets. This data was analyzed in three steps. First, the linguistic characteristics of the textual data, together with the underlying personal values of the text creators, were identified using LIWC software. Second, the identified personal values were used as an input for the moderation analysis, which examined the relationship between personal values and social identity for pro- and anti-vaccination groups. Finally, an automated, in-depth text analysis was conducted in Mathematica to understand the narratives created by both groups.
Results
The study findings indicate that both pro-vaccination and anti-vaccination supporters display characteristics of subcultures with distinct group identities. Consequently, based on the results, there is a need for more tailored public health communication strategies that address these two groups separately.
Conclusions
Understanding how users create health-related content based on their personal values is crucial. Acknowledging and appreciating the diverse personal values and identities within different groups in the vaccination discourse can inform health communication efforts, aligning these efforts with the specific values of each group. This targeted communication is vital for effectively conveying relevant peer-reviewed health information amid the abundance of health-related user-generated content.
Original language | English |
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Article number | 116721 |
Number of pages | 9 |
Journal | Social Science and Medicine |
Volume | 347 |
Early online date | 1 Mar 2024 |
DOIs | |
Publication status | Published - 1 Apr 2024 |
Bibliographical note
Publisher Copyright:© 2024
Research Groups and Themes
- MGMT Marketing and Consumption